| Some people in sales think a lead is a name from a list. | | | | Why is that important to you? |
| That's not correct. A name from a list is not a lead--it's | | | | If you could have that, how would it impact you? |
| a suspect, a total stranger and it does not matter if | | | | If you don't solve that, what's the long term cost to |
| they meet some criteria (e.g. age, occupation, net | | | | you? |
| worth). A true lead meets your criteria AND has | | | | How does that make you feel? |
| expressed interest in what you offer. Specifically, the | | | | Are you satisfied with that? |
| lead has responded to an email, a print ad, a piece of | | | | Since people buy emotionally, you must get them to |
| direct mail, etc. A true marketer and sales professional | | | | reveal what motivates them emotionally. Until you do, |
| only contacts people that have first expressed interest. | | | | do not proceed to your next step (to set an |
| Now that you have a lead, how do you turn it into a | | | | appointment, ask for the credit card, close the deal) as |
| sale? | | | | you will fail. Too many sellers ask for the order too |
| You don't call the lead and say, "I'm following up....." | | | | early and they get objections. First, get your prospect |
| EVERY sales person says this and the phrase has | | | | to reveal what motivates him emotionally and then you |
| now become synonymous with "get ready for my | | | | ask if he would be interested in a solution to that |
| sales pitch." Your lead automatically gets defensive (no | | | | problem/opportunity. Only when he says yes, do you |
| one likes to be sold) and your chance of a sale is | | | | proceed to the next step. |
| close to zero. Rather, call the lead and say "Bob, you | | | | "Bob, if there were a solution to that problem, what |
| returned a card expressing your interest in having | | | | would that be worth to you? So if you could have the |
| more.....better...(fill in the blank), is that still of interest to | | | | solution for only 10% of that amount, you would want |
| you?" The only words that should come out of your | | | | to know about it? Great, then (set an appointment, ask |
| mouth are the benefits your lead desires. Your first | | | | for the credit card, close the deal)." |
| task is to engage your lead, not to talk about your | | | | I know that sellers tell me they are client focused or |
| product. | | | | customer focused but it's not true. They are product |
| Next, you don't say "we have" or "my company | | | | focused and my-agenda focused. If your personal |
| offers" as these phrases are synonymous with "get | | | | mission or company mission is to really help someone, |
| ready for my pitch." Again, these will make your lead | | | | then it becomes easy to turn leads into sales. Because |
| defensive. You do say, "I don't know if I can help | | | | your objective changes from "getting" people to buy |
| you...may I ask you a few questions about your | | | | your product to "finding" people who want what your |
| (business/heath/investments, fill in the blank)?" You | | | | product offers. You can only determine that by asking |
| disarm the defensiveness of the prospect by stating | | | | questions. And when you encounter someone that |
| you don't know if you can help. | | | | does not have an interest in your product, you move |
| Next, you ask intelligent questions about what's | | | | on. |
| important to HIM. The best thing you can do here is | | | | The key to turning a lead into a sale is to leave your |
| forget about the features and benefits of your product | | | | agenda to the end of the conversation and get your |
| because your lead does not care. He cares only about | | | | lead to reveal his emotional agenda first. Then you |
| what's important to him. So to really listen, you need to | | | | have the relatively simple process of showing your |
| forget your spiel. As your prospect reveals answers | | | | prospect how your product fits his agenda (rather than |
| to your questions, you ask deeper questions to reveal | | | | convincing the prospect why they should have interest |
| their emotional desires. Questions like: | | | | in your agenda). |